Marketing the Emerald Smoothie Shop

Paper Summary:

This paper presents a marketing strategy that could successfully launch the Emerald Smoothie Shop. The strategy considers competitive forces, economic forces, political forces, legal and regulatory forces, and a host of other aspects pertinent to the strategy.

Executive Summary
Environmental Analysis
Current Marketing Objectives and Performance
SWOT Analysis Matching Strengths to Opportunities/Converting Weaknesses and Threats
Marketing Objectives
Marketing Strategies (target markets)
Marketing Mix products, price, distribution, promotion
Marketing Implementation
Evaluation and Control

From the Paper:

"Emerald Smoothie Shops are the West Coast's companion business to its famous Starbucks. Instead of dispensing jangled nerves in a java jolt, however, the Emerald Smoothie Shops will dispense nutritional nirvana in a New Age necessity, a total meal in drinkable form. Emerald Smoothie Shops will promote the natural aura of the great Northwest, the nutritional excellence of the newest nutritional discoveries, and trend-setting flavors to attract bright, affluent customers with ample disposable income and a desire for a healthy lifestyle."

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